Introducing the Upwave Outperformance Indicator

Upwave’s Outperformance Indicator, is a proprietary metric designed to help marketers make better optimization decisions mid-campaign. Traditional brand lift metrics can be difficult to interpret, often leaving marketers unsure how to act on insights. The Outperformance Indicator combines observed lift and confidence levels into a single, easy-to-understand metric that shows the probability of a tactic improving campaign performance.

In the pages below, we’ll detail the methodology behind Upwave’s Outperformance Indicator, sharing multiple use cases to highlight how this metric empowers marketers to make data-driven optimization decisions while a campaign is in flight.